The AFL plans to capitalise on its record financial performance by improving its sponsorship servicing and encouraging partners to leverage more heavily as part of the code's 'Year of the Fan'. It has also reached a new signage-sharing deal with clubs.Read more
Sydney Swans fans will be able to spend the night at the SCG as part of an activation to launch Airbnb's sponsorship of the team.Read more
The Melbourne Storm has unveiled Australian sport's first fully-integrated loyalty program, which will reward fans for interacting with the club and open up potential new sponsorship engagement programs.Read more
Some of Australia's leading rights-holders, agencies and brands will gather in Melbourne this May to reveal how to measure and improve your sponsorship ROI at the Sponsorship News half-day conference.Read more
BMW has been unveiled as the new vehicle partner of the Australian Rugby Union and the Wallabies national team and is in the early stages of planning a major leveraging campaign to capitalise on the deal.Read more
AFL club Melbourne has found a replacement for departed match-ball sponsor Hertz, while Carlton has confirmed book-maker William Hill will feature on its match-ball.Read more
Live Nation Australasia has signed Europcar as its exclusive vehicle rental partner in a deal that will promote the rental brand's customer value and loyalty programs.Read more
Red Energy has joined Breast Cancer Network Australia and the AFL as the official sponsor of a new fixture that will raise funds for the cancer non-profit, while the AFL has signed a pair of deals.Read more
NRL club Cronulla has signed a long-term deal with Coates Hire, which will feature on the lower back of the club's jersey for the next three seasons.Read more
Children's car-seat maker InfaSecure has signed a partnership with The Wiggles and its products and brand message will be integrated into the group's content.Read more
Copyright © Prickly Pair Media 2026 • ABN 54 658 014 049 • Terms of use • Privacy policy.
Sponsorship News is a Prickly Pair Media Pty Ltd publication.
Prickly Pair Media respects the traditional custodians of the ACT, the Ngunnawal people. We acknowledge the stories, traditions and living cultures of Aboriginal and Torres Strait Islander peoples.